H&M Home to launch Diane von Fürstenberg collab next year
As many global consumers continue to be confined to their homes and want to make those environments as comfortable as possible, H&M’s Home unit has announced a collaboration with US fashion designer Diane von Fürstenberg.
The interiors collection “encourages expressions of personal style in the home” and will launch next year.
Diane von Fürstenberg has always been known for her strong use of print and colour and the new collection brings together some of her vast archive of fashion prints and signature shades.
“Embracing powerful visuals and personal expression, there will be vases, cushion covers, blankets, candles and more,” the Swedish retail giant said.
The designer said she has “such a passion for interiors. The home is both a relaxing and empowering place where you can really ‘own’ a look or feel. With this collaboration, I want people to take charge of their home decor. The only rule I have is that your home should reflect who you are. The main point is to create a space that you’re incredibly comfortable in and is a true expression of your personality.”
While the wider H&M Home collection has a number of standalone stores, the offer also features in regular H&M stores and therefore helps drive visitor traffic to fashion departments at a time when fashion footfall is extremely challenged.
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